Canada’s Olympic Broadcast Media Consortium Develops Calibrated Audience Measurement System

Canada’s Olympic Broadcast Media Consortium has developed a calibrated measurement system to report total unduplicated audience reach of its multi-platform presentation of the Vancouver 2010 Olympic Winter Games. Canadian Unique Multimedia Engagement (CUME) index is the cumulative reach of all Canadians that engage with the major media platforms offered by the Consortium.

CUME is a calibrated summary of the most-trusted audience measurement systems for each medium, including BBM Canada’s Personal People Meter ratings for TV and BBM ratings for radio, online ratings from Omniture software, and print readership for the Globe and Mail.

“With our massive coverage on multiple platforms, we believe our presentation of Vancouver 2010 is Olympic Broadcasting 2.0,” says Rob Dilworth, vice president, Research, CTV Inc. “We needed an effective index to appropriately reflect the number of Canadians who are experiencing our coverage of the Games. The CUME index is our best estimate of this total audience engagement.”

The Consortium is using a calibration method based on recent insights from extensive research which predicts the cross-usage of media on a daily and weekly basis. With this methodology, an individual, using multiple media, would only be counted once.

Next-day reporting of television and online audiences, collected through passive measurement technologies, will provide robust and timely data of ‘anywhere’ use of these media. Conservative projections of newspaper and radio use will round out our understanding of how Canadians are engaged with Canada’s Olympic Broadcast Media Consortium throughout the Games.

In addition to the Consortium’s daily CUME Flash by 11 a.m. PT, a detailed ratings round-up from the previous day’s broadcast will also be released daily by 2 p.m. PT (approximately). The audience recap will provide average audiences for the Consortium’s four broadcast dayparts, OLYMPIC MORNING, OLYMPIC DAYTIME, OLYMPIC PRIME TIME and OLYMPIC LATE NIGHT. Audience highlights from specific competitions and networks, both broadcast and online, will also be provided, as well as a listing of the previous day’s Top Five most-watched events.

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